The leading holiday organiser for Scandinavia. Operates Mountain Resorts, Hotels as well as Property Development & Exploitation.
SkiStar is the leading holiday organiser/planner for Scandinavia with an offering and an efficient organisation that provide long-term continuous growth and stable profitability
Demand for active leisure time and holidays at home means that SkiStar will further consolidate its position in the future.
Sales have been deliberately focused on skistar.com and the SkiStar app, where guests’ engagement is gathered, meaning that SkiStar has a direct relationship with the guest and therefore a competitive advantage.
The company owns substantial assets in the form of land and properties at the destinations where SkiStar operates. Property development and exploitation operations generate not only capital gains, but also strategic projects that increase the number of beds at destinations, and thus potentially also guest numbers, for core operations.
As a SkiStar shareholder you can enjoy a 15% discount on SkiPass, ski school, and more.
The basis of SkiStar’s offer is to generate sales before the guest arrives at the destination. 83% of SkiStar’s sales take place onskistar.com, which is the largest sales channel and the most vital component of the business model.
A multifaceted segment encompassing a range of services and products from ski passes, accommodation, and equipment rental to ski schools, retail operations, property services, and adventure sports.
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Our guests is the engine of our growth and development. Providing memorable mountain experiences is the promise we make to our customers. In addition to offering accommodation, activities, products and services of the highest quality all year round for our guests, our aim is to constantly improve and develop together with our guests and in step with changes to our operating environment.
To strengthen our position as the leading holiday organiser for Scandinavia, alpine skiing will remain SkiStar’s main focus when creating memorable mountain experiences. During the financial year, we continued to invest even more in the summer and autumn seasons, thus creating new sources of revenue.
To increase the number of skier and activity days and thus boost revenues, the key is to attract more guests to our destinations who are more satisfied with their experience and more guests who return year after year. It is also important to strengthen the destinations’ competitiveness, with key factors being the product range, development of ski systems, summer activities and offering accommodation that meets the guest's expectations. As people’s lifestyles and holiday habits are shifting, with them moving in recent years towards more active holidays spread over different periods of the year, work is under way to review how we can meet demand for adapted opening times, lift-assisted summer activities and guaranteed snow. At the same time, we are continuing to make investments in our mountain resorts, such as new lifts and skiing areas with plans to implement several new lifts to weatherproof and windproof Åre.
SkiStar wants to be at the cutting edge and further develop operations with a focus on increasing the number of guests and activity days at our destinations and driving sustained profitable growth. Sales of our SkiPass are at the heart of our revenue. Based on this successful product, we have since developed new sources of revenue in the form of ski rentals through SkiStarshop, our snowman Valle and Valle's Ski School, the SkiStar Living accommodation concept and much more.
Another important part of finding new sources of revenue is to even more efficiently base our actions on guests’ behaviours, purchasing patterns, satisfaction and preferences through the customer data we have from skistar.com, guest surveys, but also through memberships in SkiStar Member, using an updated strategy and development programme. By linking our sustainability target of seven million skier and activity days to the new SkiStar Member (as each skier day or activity day will give entitlement to a bonus), we are linking our guests and members closer to our sustainability targets within ‘activity and recreation’.
Guests also receive all the benefits of being both loyal guests and members over time, such as bonus points on all purchases in the SkiStarshop, be it in physical stores or online, as well as on bookings and rentals via skistar.com. To put it simply – it should pay to be active.
For SkiStar, it is important for all land exploitation and property development in the Scandinavian mountain world to be sustainable. An important goal for us is to see a positive performance in the value of our exploitable land. This is achieved by active detailed development plans, which lead to new projects being launched more quickly.
Another vital aspect of the strategy is to ensure a strong performance in the value of the property portfolio by developing and enhancing the efficiency of properties owned by SkiStar, not least in terms of energy efficiency and systematic maintenance.
For SkiStar, digitalisation means developing our destinations and digital platforms based on customer insight and data analysis with the concepts of simplicity, satisfaction, accessibility and the safety of our guests serving as a guide.
Over the past year, SkiStar has continued to develop a number of products and services – everything from the SkiStar app to digital check-in and check-out at our accommodation. The Valle app is being developed into a ‘digiphysical’ tool as part of our efforts to give more children a sense of adventure and a love of the great outdoors.
Digital business development will continue over the coming years with a focus on further guest-centric adjustments. It is a question of being at the forefront of digital interaction with guests, to create a memorable and carefree alpine experience before, during and after their trip.
Based on our brand and existing assets, we identify, analyse and generate future business through ongoing business development, thus reinforcing and intensifying our pace of innovation.
The pace of development was high during the year, particularly relating to the all-year-round initiative, with more attractions being developed over a three-year period, including climbing parks, Mountain Coasters and adventure arenas.
The overall goal is for the value of shareholders’ capital to increase sustainably over the long term.
SkiStar’s Board of Directors decided to revise the financial targets for the medium term in the first quarter 2023/24 to the following:
SkiStar's Group Management is headed by CEO Stefan Sjöstrand.
Principle education and professional experience:
Marketing Diploma IHM. 13 years of experience from IKEA, inter alia from positions as Commercial & Digital Manager for Ingka Centres (IKEA), Commercial Manager for IKEA Group and member of Group Management and the Management Board, CEO of IKEA Canada, Deputy CEO of IKEA France and Business Area Manager at IKEA of Sweden (IKEA’s product development company in Älmhult). Stefan also has experience from various CEO and management roles at Weibulls, OLW, Malaco and Marabou.
Significant professional commitments outside the company:
Board Member of Derome AB.
Holding:
38 100 B-shares.
Principle education and professional experience:
Master of Business Administration. Former business area manager within Medtech at AddLife AB. He had the position as CFO at AddLife AB during the years 2015-2021. Experience from work as group controller at Addtech AB, from various controller positions within Nefab as well as from work as an auditor.
Significant professional commitments outside the company:
Holding:
10 236 B-shares.
Principle education and professional experience:
Degree of Master both in Economics and Tourism and Hospitality Management. CEO of Hotel Diplomat and Villa Dagmar during the years 2012–2022. Prior to that, active in the group of Clarion Hotels, with responsibility for sales and operations. Also experience from Langley Travels with responsibility for hotel operations in the Alps, Corsica, and Crete.
Significant professional commitments outside the company:
Holding:
586 B-shares.
Principle education and professional experience:
Marketing Diploma IHM. Various management positions within the SkiStar Group.
Significant professional commitments outside the company:
Holding:
22 460 B-shares.
Principle education and professional experience:
Master of Laws. Former associate and lawyer at law firms Lindahl and Ramberg Advokater, district court service as law clerk.
Significant professional commitments outside the company:
Holding:
2 200 B-shares.
Principle education and professional experience:
Bachelor of Economics. Former Nordic Marketing Manager Fritidsresor, Sales and Marketing Manager Langley Travel.
Significant professional commitments outside the company:
Holding:
17 609 B-shares.
Principle education and professional experience:
Personnel and working life program, Stockholms Folkuniversitet, marketing economist IHM Business School. Previous experience from Ving within the foreign organization as well as various management and leadership positions within the SkiStar Group.
Significant professional commitments outside the company:
Holding:
2 000 B-shares.
Principle education and professional experience:
MBA. Former Administrative head of business development at Diös, head of the Swedish commercial business of Riksbyggen. Former member of the board of directors in SBC and SkiStar.
Significant professional commitments outside the company:
Holding:
3 558 B-shares.
Principle education and professional experience:
Principle education and professional experience: Master's degree in Business Administration with a focus on Marketing and Design from Stockholm University, KTH Royal Institute of Technology, and Konstfack. Worked as a sustainability consultant and auditor at PwC, also serving as Head of Sustainability. Additionally worked as a Sustainability Strategist at Nordea.
Significant professional commitments outside the company:
Holding:
366 B-shares.
Principal education and professional experience:
Bachelor of Arts. Former chairman of Swedbank and KF. Many years of operational experience in industry as well as the financial sector, including CEO of Folksam. Has held several ministerial posts and other political assignments.
Other significant professional committments:
Chairman of Medicon Village Fastighets AB, NMI Group AB, Kaunis Iron AB, Nordion Energi AB and Ekhaga Utveckling AB. Director of SCA.
Holding:
With family and companies: 16,800 B shares.
Principal education and professional experience:
University studies and SEB Higher internal bank training. Extensive experience in consumer and services market through her role as founder and owner and previously CEO and executive chairman of listed Collector AB and Collector Bank.
Other significant professional committments:
Chairman of Redlocker AB, NordiCredit Advisory AB and NordiCredit Sweden AB. Director of Dragon Invest AB, Helichrysum Gruppen AB, Loopeli AB and 17 Nätverket.
Holding:
10 000 B-shares.
Principal education and professional experience:
Secondary education. Experience as CEO and board member of Kranpunkten Skandinavien AB and Ekhaga Utveckling AB.
Other significant professional committments:
CEO and Director of Kranpunkten Skandinavien AB and Ekhaga Utveckling AB. Board member of Peab AB and Board member of Mats Paulssons Stiftelse and Stiftelsen Stefan Paulssons Cancerfond.
Holding:
Fredrik Paulsson with relatives:
Principal education and professional experience:
MBA. Many years of broad experience from the experience industry. Former CFO of Scandic Hotels, Cision, Parks & Resorts Scandinavia, Mandator and TUI Nordic.
Other significant professional committments:
Director of Ambea AB (publ), NCAB Group AB (publ), Scandic Hotels Group AB (publ) and SSC Svenska Rymdaktiebolaget.
Holding:
With family: 1 900 B-shares.
Principal education and professional experience:
Bachelor in Business Administration. Former vice president of ICA Gruppen AB, CEO of ICA Sverige AB and board member of Svensk Dagligvaruhandel Ekonomisk förening and ICA Banken AB. Before that senior vice president of Arla Foods Consumer Nordic and CEO of Arla Foods Sweden as well as various roles in Procter & Gamble Nordic and Procter & Gamble UK, including as logistics director Nordic and sales director Sweden.
Other significant professional committments:
Chairman of Svensk Handel AB, Stadium AB, Cibonum Group AB and Road Mobility Services Group (RMS GROUP) AB. Director of the Confederation of Swedish Enterprise, Midsona AB, Nicoya AB (publ) and Reocean AB.
Holding:
3 000 B-shares.
Principal education and professional experience:
Master of Science in Business and Economics, as well as Master of International Business at the Norwegian School of Economics (NHH).
Other significant professional committments:
CEO of Norwegian Property AS and Board member of Fabege AB (publ.).
Holding:
0.
Principal education and professional experience:
Law degree. Employed at Handelsbanken since 1986, where she has held a number of different managerial positions with results responsibility.
Other significant professional committments:
Currently Board Member and resigning President and CEO of Svenska Handelsbanken. Other significant professional commitments: Board Member in Holmen AB, the Swedish Bankers' Association, as well as in the World Childhood Foundation.
Holding:
1 250 B-shares.
Principal education and professional experience:
Senior high school. Employed by SkiStar since 1998.
Other significant professional committments:
Holding:
Principal education and professional experience:
Upper secondary education. BAC School of Economics Employed by SkiStar since 2023. Previous professional experience from Saint-Gobain, Riksbyggen and TeliaSonera. Worked abroad for 20 years. Employed by SkiStar since 2023.
Other significant professional committments:
Holding:
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